Press Ask Radio – Direct Response Radio

There are more than 10,000 commercial radio stations in the United StatesRadio direct response advertising is on the rise. Think of the use of hands-free cell phones! Many stations do not sell out, but accept per-call or per-sale advertising to fill their inventory. Smart direct marketers are using radio to amplify their products, test their products, and as a standalone medium. Radio is best used for lead generation or risk-free offers. One of our clients uses radio as a primary medium and has sold over 2,000,000 units of one of their best-selling products. Callers respond to the risk-free offer and are connected to a live agent who closes the deal and upsells to either continue or purchase a larger unit package

Payment: This is the amount a marketer pays when they make a call and it lasts 30 seconds. Marketers usually prefer “per sale” deals, but media agencies always prefer Cost per call Because they are running ads and generating responses, it’s a deal. Think about it. You have dietary supplements for skin care or men’s health. The station might have multiple offers in those categories. Which offer will generate the most revenue for the station and will be the easiest to sell to the station? The cost per call, of course! A smart Direct Response Media Buyers can help crunch the numbers to determine how much a marketer is making per call. Remember, you are competing with other Per Inquiry (PI) offers, and stations will grab those that will yield the most revenue for unsold inventory. Savvy direct response marketers will determine a payout that is competitive in its class and costs less than the cost per call or order to purchase radio airplay in cash.

Telemarketing: To-query radio advertising drives calls, and the call center or IVR must have software and systems to track and capture calls from each media channel. Some to-query agencies may point their own toll-free number to the call center for better, more comprehensive tracking. If your tracking or call center is a problem, forget about to-query. Again, a good media buyer or to-query radio direct response agency will help set up tracking telemarketing.

Direct response to radio advertising based on inquiries Providing a low-cost and scalable marketing strategy. Unlike TV, direct response ads are less expensive to copy and customize for proper tracking. Check back soon to learn more about TV Per Inquiry campaigns.

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